Burger King: Be Your Way

Burger King’s new tagline is sending the chain’s fast food eater perception in the right direction after its “burgers for breakfast” menu didn’t appear to go over too well.

In early May, Burger King began rolling out its “burgers for breakfast” program where certain lunch and dinner items would be served in the morning at 5,000 outlets.

Since that launch, the chain’s consumer perception among fast food eaters dropped several Buzz points. The chain remained at the lower level for about a week until May 27th, when it rebounded, shortly after TV spots began airing with the new slogan “Be Your Way.”

Burger King is now back at the same fast food eater perception level as before the “burgers for breakfast” menu was introduced.

Burger King was measured with YouGov BrandIndex’s Buzz score, which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" All respondents in the research are adults age 18 and over who have eaten in fast food restaurants at least once in the past three months.